Preparing for a trade show
Exhibiting at a trade show is a key part of any brand's strategy if they want to get stocked in larger retailers. For a smaller business, preparing for a trade show can be daunting. I ran a panel talk of independent retailers at the Natural & Organic Products Europe Exhibition, and I took the opportunity while I was there to ask some of the exhibitors about their top tips for trade shows.
"Be prepared - know what you want to say to your customers. Be confident in your product."
"Talk to everyone. Don't make an assumption about whether or not someone is a good prospect before you've got to talk to them. Start with small shows and work your way up, so that by the time you are at a larger show, you'll be comfortable with your routine."
"You have to have a product that you 100% believe in. People get intimidated by trade shows, but in reality 99.9% of the people you will meet are lovely and friendly.
You can't take it personally if someone doesn't like your product - it's important to be resilient."
If you're thinking about it, just dive in! Be brave and put yourself out there. Having a fun, colourful stand always helps too.
"Never forget that it could be just one conversation that makes the difference. Sometimes I have several good leads from a trade show, sometimes it's just one great one which makes it all worthwhile. And you never know when that person is going to show up, so you have to be on your top form all the time. Be friendly and talk to everyone."
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